In this week's issue of LeadCrunch's Best in B2B Growth, we bring you a diverse set of articles about why we think Linkedin sold itself short, differences between B2C vs B2B marketing, email marketing mistakes that may be hurting your campaign, and unique ways to develop your b2b customer profiles. This week's issue also features an awesome webinar about The Best Ways to Grow B2B in 2016-2017 feat Sujan Patel, digital legend and Co-Founder, Web Profits!
Curated content - summary
- Why Linkedin Sold Itself Short to Microsoft, by Eghosa Aihie via The Huffington Post
- Why You Shouldn't Treat B2C Like B2B In Your Marketing (and How to Fix It), by Megan Brame-Finkelstein via The Huffington Post
- 3 Big Email Marketing Mistakes That Are Hurting Your Campaign, by Mike Madden via Marketo
- The Rocket Science of Social Media Marketing, by Valerie Levin via HubSpot
- Unique Ways to Develop Your B2B Customer Profiles, by AJ Agrawal via LeadCrunch
Curated content - detailed
Why Linkedin Sold Itself Short to Microsoft, by Eghosa Aihie via The Huffington Post
The sale of LinkedIn to Microsoft created a lot of waves in the world of social media. It had people wondering which social network would be sold next and why Microsoft had opted to make the sale. What few people were talking about was the inevitability of such a thing.
LinkedIn has been on the ropes for years. Its premium subscription service wasn’t yielding as much as it used to, and it was trying and failing to come up with an alternative.
There are many sins that caused LinkedIn to fail, but one of those sins was failing to monetize in terms of lead generation. This business community should have been a fertile ground for generating leads, but why was that and what will Microsoft do to change things?
Why You Shouldn't Treat B2C Like B2B In Your Marketing (and How to Fix It), by Megan Brame-Finkelstein via The Huffington Post
If you’re a product-based business, chances are you cater to two sets of clients: B2C (retail) and B2B (wholesale). And while you most likely realize these are two totally different types of customers for your business, have you ever considered how you market to each of them? It might feel like i’m ridiculous for even mentioning that you wouldn’t know you need to handle these two groups in different ways from one another, but have you actually stopped to consider how you’re handling your marketing strategy for each group?
If that question just left a sinking feeling in your stomach, I’ve got your back. Here are the first areas you should tackle when deciding a marketing strategy for B2B or B2C clients:
3 Big Email Marketing Mistakes That Are Hurting Your Campaign, by Mike Madden via Marketo
Unfortunately, we’ve all been there. Each and every one of us have made cringeworthy mistakes in our lives—some of which haunt us to this very day. I still remember the day I asked my crush to prom without checking beforehand if she had a boyfriend. As you can imagine, it didn’t go well (but at least I got to keep the flowers).
But whether you split your pants or forget your pants altogether, the mistakes that we make in our personal lives often aren’t as public as email marketing mistakes. We’re talking about the difference between a few people knowing versus a few hundred thousand people knowing—a whole new level of embarrassment that your childhood self couldn’t even fathom.
To keep your email marketing campaigns in check and save you from massive levels of embarrassment, I’ve put together the three biggest mistakes that email marketers make and how you can fix them:
The Rocket Science of Social Media Marketing, by Valerie Levin via HubSpot
At NASA, one of the world’s leading space associations, social media marketing and rocket science combine in a way that could shock even the most weathered social marketer. The organization manages more than 500 social accounts. Imagine what their analytics must look like!
From broad agency accounts to specific accounts dedicated to certain NASA missions, their social media isn’t selling products or services, but rather inspiration.
NASA has nailed down an elusive social media success around an incredibly complicated and naturally curious topic. Even with so many different accounts, NASA has managed to create meaningful connections with followers and spread a consistent message.
Although not directly marketing for profit, NASA has developed a strong social media marketing strategy that B2B brands and all marketers can learn from and use in their own content and campaigns.
Unique Ways to Develop Your B2B Customer Profiles, by AJ Agrawal via LeadCrunch
Developing customer profiles will help you to understand your target audience better. It’s also one of the big trends of 2016. A laser targeted B2B customer profile will help you to create leads not inquiries. So many companies don’t develop these profiles at all, and those that do are not being efficient as they could.
You are going to learn about some of the unique ways you can develop B2B customer profiles for accurate marketing.
Begin By Knowing Your Target Audience
You have to know your target audience. Remember that 40% of people don’t trust ads, so it’s not as easy as throwing up an advertisement. This is the research you should have done when starting your company. It requires an intimate knowledge of your products and services. You have to know who they are for and what problems they are likely to solve.
So how do you begin by knowing your target audience?
Start broad and begin narrowing things down. You can start from basic information, such as age and gender, before drilling down into things like interests. When it comes to the B2B arena, you should also take into account things like industry niche. By gathering intelligence in this way, you will know exactly who you are marketing to.